Abstrak
Jurnal ini difokuskan pada analisis tanda, baik tanda-tanda verbal maupun visual
yang diemukan dalam beberapa iklan poster film yang berjudul “The Conjuring”.
Analisis ini juga bertujuan untuk mengetahui makna yang ditimbulkan oleh tanda-tanda
semiotic dalam iklan poster tersebut. Data dalam analisis ini diambil dari tiga poster
“The Conjuring” yang ditemukan di sebuah situs internet yaitu bersumber dari
http/moviepostercollectors.com. Jurnal ini dianalisis mengunakan beberapa teori, yaitu
teori mengenai tanda yang diungkapkan oleh Saussure (1974), dan juga menggunakan
beberapa teori pendukung seperti teori Verbal and Visual Aspect yang dikemukakan oleh
Dyer (1986) yang digunakan untuk menganalisis tanda-tanda verbal dan visual poster
dalam jurnal ini,. Theory of Colour Term yang dibuat oleh Wierzbicka (1996) juga
digunakan untuk menganalisis makna yang trekandung dalam warna-warna yang muncul
di dalam iklan poster. Jurnal ini membahas tanda-tanda verbal yang ditemukan dalam
poster yang trdiri dari: judul, sub judul, font size, situs internet, pembuat film, logo
institusi dan tanggal dirilisnya film. Dan tanda-tanda visual dianalisis dalam bentuk:
gambar, warna, posisi, dan latar belakang dari poster tersebut. Tanda-tanda verbal dan
visual didalam jurnal ini menunjukan jenis film yang dianalisis, yaitu mengnenai film
horror dan situasi yang buruk yang terjadi di dalam cerita film tersebut beberapa tahun
yang lalu.
This study analyzed the semiotic signs used in movie poster advertisement
using semiotic theories. Semiotic study can analyze not only written and spoken
language but can also analyze visual element of the advertisement. The focuse of
this study is to analyze the semiotic signs and the messages conveyed by verbal
and visual signs, especially in “The Conjuring” Movie Poster, which has a very
amazing story and based on the true events. The Conjuring movie poster also has
much semiotic signs which can be analyzed in this study, which should know the
meaning of the semiotic signs in this poster such as the meaning of colour, the
verbal and visual aspect, etc.
Based on the background above, there are several problems arising from
this study, those are:
4. Research Method
The data in this study waere taken from a poster advertisement entitled “The
Conjuring”. It was published by the Movie Poster Collectors on
http:/moviepostercollectors.com which were published in March 2013. The
method used in collecting data in this study was library research. The data
collected through some steps. The first step was by downloading the
advertisement from the sites on the internet, second by observing the visual
messages from the advertisement such as colour, shape, etc. Third, by observing
the verbal message which was applied on the text on the poster advertisement.
The collected data were analyzed descriptively and qualitatively based on the
theory of semiotics. The verbal and visual signs in the advertisement were
analyzed based on the Dyer’s concepts (1986), and the semiotic theory by
Saussure (1974) was used to analyze the signified and signifier of signs in this
poster advertisement. To analyze the meaning of colour term, the theory proposed
by Anna Wierzbicka (1996) was used.
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5. Analysis
The analysis is focused on the verbal and visual signs and the messages
imply by the signs on the movie poster advertisement which is analyz e using
theory proposed by Dyer (1986), and also Saussure (1974), Wierzbicka (1996) as
the supporting theory to analyze this study.
Messages: The masthead of the poster, informs people about who directed the
film and the other films that the director has directed. This film was
directed by Australian director James Wan, a famous director who was
also directed some success horror films, such as: Saw and Insidious.
This is done because if people have seen one of the director has
directed and enjoy it then they may be encourage to watched The
Conjuring because the same director had directed it.
Messages: The title of the poster. The text with capital letter , bold and clear one
in this poster signified is the main tittle and obviously want to be the
main focus of the poster designs, making the title of the poster stand
out and capture the audience attention showing them what the film
actually is.
Messages: informs people about the release date of the film and when they can
expect to be able to watch the film.
’Messages: the poster informs people if the poster is obviously a teaser poster as
there is no specific release date, so they will attracted to the poster and
then they will seek the exact release date online or at the cinema.
Messages: informs people about the distributor of the film. The font text in this
part is the smaller one than the other texts because it is not to important
for the people, it is not specifically aimed to the people and not vital
for them to know about it.
Beside the verbal aspect, the visual aspect in this poster is also analyze, the
visual aspects of posters consist of the colour, shape, position, background.
Colour
There are several colour that used in this poster, such as: brown, black,
green, white, grey, red and orange. The messages conveyed by the colours in the
three poster according to Wierzbica (1996) are:
Brown signified dull and lack of humor, black signified death, darkness,
mysterious, hidden, fearful, energy of unknown. White signifed kindness, virgin,
morning, cold, isolating, deatg, empty, supernatural power. Grey signified
mysterious, cloudy, sadness, loneliness, isolation. Red, signified blood, passion,
lust, danger. Green signified, growth, nature, relaxing colour. Orange signified,
warmth, light
Shape:
The shape in the first poster is the big tree in the yard with a rope hanging
down on the tree with a shadow of a man under the tree signified the film could be
mystery for the people when they looked out the poster, they suddenly want to
know why, when, what, how actually it, it also become the target markting to sell
the movie.
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In the second poster is someone sit in the rocking chair with white long
dress and also lap a doll which is fill with blood, signified that the girls was
isolated in the room and connoted the people want to stay away from her, the
rocking char connotes sothing antique, the face of the doll facing to us means the
supernatural power, the doll seems like have to be moved by itself.
And in the third poster the position is in the cellar in the farm house,
signifed the woman brings the light of the match with open mouth and bugling
eyes connotes that she tries to get some light in the darkness room, and also to
help her see around the room.
Background
The background in the first object is an old house inform the people about
where the location of the movie set. In the second poster is the dirty and dingy
room with blood mark around the floor, that gives the sense that its room very
hard, scary, isolation and unwelcoming room. For the last one, the backround is
the dark room because there is no light in this room.
6. Conclution
categories, consist of: colour, shape, sign, background. The three movie poster
implied message especially for the verbal and visual aspects. The movie poster
used the semiotical signs by both verbal and visual aspects which have some
important purposes, suh as: to give some information for people about signs in
order to know the messages of signs in the posters.
7. Bibliography
Agustra, Anak agung Gede.2008. “The Semiotic Analysison Red and White
English Dragon Symbol” (Thesis). Denpasar.Faculty of Letters. Udayana
University.
Ari Wijaya, Putu.2009.’’Semiotic Analysis of Bali Travel Brochures” (Thesis).
Denpasar. Faculty of Letters. Udayana University.
Barthes. (1977). Images, Music, Text. London: Fontana Press. New York: Hill and
Wang.
Bayu Agung, Agus.2012. ”The Semiotical Analysis of Audiovisual advertisement
in Pepsi Max Advertisement” (Thesis). Denpasar: faculty of Letters.
Udayana University.
Chandler, G. 1986. Advertising as Communication. London: Methuen & Co.Ltd.
Windiawati, ni Nyoman. 2011. “Semiotic study on The Verbal and Visual Sign of
Simple Plan’s Song Lyrics and its Video Music” (Thesis). Denpasar:
Faculty of Letters. Udayana University.
Www.impaward.com/2013/Conjuring-xlg.html. Www.theconjuring.co.uk.2013.